Asda adds the Lovely Body Dress to its Bodysculpt range

The UK’s shapewear revolution continues as George at Asda announces the launch of the ‘Lovely Body Dress’, a shaping dress that promises to help women achieve an hourglass figure.

Before and After

The ‘LBD’, which is part of the clothing brand’s Bodysculpt range, uses built-in control panels to smooth the tummy, sculpt the thighs and lift the bum, and claims to be able to nip in the waist by a whole three inches.

The launch comes in response to a survey by George at Asda that revealed that two thirds of women in the UK aspire to the hourglass body shape, while nearly one third are unhappy with their own. The tummy was rated as the biggest problem area. More than 70 percent of men, meanwhile, said they prefer women with curves – a fuller bust, shapely hips and a rounded bottom.

The survey also revealed that, for a third of women, shapewear has become an all-year round staple, showing just how far changing attitudes to this product category have come in the last few years. And it’s all to do with the impact that looking good has on women’s confidence, as Asda’s survey showed, with 75 percent of respondents agreeing that looking good makes them feel good, and almost as many saying they would be willing to spend as much as £100 a year on quick fixes to help achieve that perfect shape.

The £25 ‘LBD’ aims to help women feel good at a fraction of this cost by trimming the waist and accentuating the bottom for alluring curves, and it also uses illusion style panelling popular with celebrities such as Kate Winslet, Kate Moss and Kim Kardashian.